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ESI hires Beta

The publisher has hired Beta to help its newspapers strengthen their relationship with readers by using consumer data to achieve more effective targeting.

By collecting and processing data on ESI newspapers - The Evening Standard, The Independent, i and The Independent on Sunday - including their online and offline forms, mobile and tablet coverage, Beta will help develop marketing and communications insights.

The aim for the agency is to help the newspapers target more effectively, make their content more relevant to readers and generate more profit through ecommerce and partnerships. Beta is the first external agency that ESI has hired to handle its data strategy.

Andrew Mullins, the managing director of Evening Standard Ltd and Independent Print, said: “With the continuing growth of our digital platforms and the launch of London Live, it is obviously paramount that we use our data to drive engagement with our brands and products and Beta has demonstrated a clear understating of the importance of this big task.”

Paul Gardener, the managing director of Beta, added: “Understanding how to manage and leverage insights from customer data is fundamental to an effective communication strategy.

“We’re very proud and excited to be working with the teams on the Evening Standard and The Independent to help them get more out of their relationships with their readers."

Source: Media Week


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